Ben's Original: From turbulence to transformation

After historic racial injustices were thrown to the fore, Ben's Original, a rice brand, rebranded to be more inclusive to unite audiences across the world and sensitively navigate a polarised debate around diversity, equity and inclusion through a series of hero films featuring real families.

How brands with integrity can successfully navigate clashes in culture.


From Joe Rogan & Tucker Carlson, to JK Rowling & the latest Gary Lineker row, clashes in culture are now dominating discourse & damaging reputations.

But they also pose an existential threat to brands.

And in June 2020 this is the situation Uncle Ben's found itself in, given the connotations of its branding & iconography.

Mars listened, learned & accelerated change - rebranding as the more inclusive 'Ben's Original'. And this new brand needed to be re-launched. But if it was that simple, we wouldn't be writing an APG...

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